SPECIAL ADVISORY ARTICLES
6 Elements of Meaningful Differentiation
At a time when the demand for legal services is on a decline, the root of all successful strategy lies in being differentiated. Your firm and your individual practice groups must all work at making themselves distinctive and intrinsically more valuable to clients.
The curious irony is that most law firms go to great lengths to look like every other law firm. In fact the common response that you are most likely to elicit from the management of any firm when first presenting a new concept, idea, or potential market opportunity is: “Can you please give us a list of the other firms which are doing this?”
Competitive advantage means getting out in front, by focusing on some area in which you can be distinctive, meaningful and unbeatable. But, rarely have I ever seen information on any law firm’s web site that identifies: “What Differentiates Our Firm.” By definition, if you are doing what everyone else is, you don’t have any advantage. To test this thesis, let’s think for a minute. How different is what you are doing right now — the strategies that you are employing now — from the four or five key competitors in your marketplace?